S-D Logic Teaching Resources
Please contact Professor Thomas Gruen if you are interested in participating in a special session on teaching S-D logic at the Winter AMA in New Orleans, USA in February 2018.
Stephen L. Vargo, Robert F. Lusch (2004), Evolving to a New Dominant Logic for Marketing, Journal of Marketing, January 2004, Vol. 68, No. 1, pp. 1-17.
Stephen L. Vargo, Robert F. Lusch (2008), Service-dominant logic: continuing the evolution, Journal of the Academy of Marketing Science, March 2008, Volume 36, Issue 1, pp 1–10
Stephen L. Vargo, Robert F. Lusch (2016), Institutions and axioms: an extension and update of service-dominant logic, Journal of the Academy of Marketing Science, January 2016, Volume 44, Issue 1, pp 5–23
Stephen L. Vargo, Robert F. Lusch (2004), The Four Service Marketing Myths, Journal of Service Research,
Vol 6, Issue 4, pp. 324 - 335
Vargo, Stephen L., and Robert F. Lusch (2011), It's all B2B… and beyond: Toward a systems perspective of the market, Industrial marketing management 40.2: 181-187.
Bettencourt, Lance A., Robert F. Lusch, and Stephen L. Vargo (2014), A service lens on value creation. California management review 57.1: 44-66.
S-D Logic Compatible Readings
Market Orientation and Performance
Levitt, Theodore (1960), “Marketing Myopia,” Harvard Business Review, 38 (July/August), 26-44, 173-181
Normann, Richard (2001), Reframing Business: When the Map Changes the Landscape, Chichester, England: Wiley (Chapters 1 and 2)
Kim, W. C. and R. Mauborgne (2004). "Blue Ocean Strategy." Harvard Business Review 82(10): 76.
Zenger, Todd, (2013), “What is the Theory of your Firm,” Harvard Business Review, June
Webster, Frederick E., Jr. (1992), “The Changing Role of Marketing in the Corporation,” Journal of Marketing, 56 (October), 1-17. (read lightly)
Wind, Yoram (2008) “A Plan to Invent the Marketing We Need Today,” MIT Sloan Management Review, Summer, 21-28.
Yoon, E., & Deeken, L. (2013). Why It Pays to Be a Category Creator. Harvard Business Review, 91(3), 21-23.
The Market Environment and Market Research
Prahalad, C. K. and Gary Hamel (1990), “The Core Competence of the Corporation,” Harvard Business Review, 68 (May/June), 79-91.
Prahalad, C. K. and Venkatram Ramaswamy (2000), Co-opting Customer Competence, Harvard Business Review,78 (January/February), 79-87.
Rawson, Alex, Ewan Duncan, and Conor Jones (2013), “The Truth about Customer Experience” Harvard Business Review 91.
Gupta, Sunil and Valarie Zeithaml (2005), “Customer Metrics: The Past, the Present, and the Future in Academic Practice,” Special Report (No. 05-200) of The Marketing Science Institute.
Gronroos, Christian (1994), “From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing,” Asia-Australia Marketing Journal, 2 (August), 9-29.
Pine, Joseph II and James H. Gilmore (1998) “Welcome to the Experience Economy,” Harvard Business Review, 76 (July/Aug), 97-105
The Customer, Customer Satisfaction, Loyalty, and Value Creation
Prahalad, C. K. and V. Ramaswamy (2003). "The New Frontier of Experience Innovation." MIT Sloan Management Review 44(4): 12.
Reed, I., Americus and L. E. Bolton (2005). "The Complexity of Identity." MIT Sloan Management Review 46 (3): 18.
Womack, J., P. and D. T. Jones (2005). "Lean Consumption." Harvard Business Review 83 (3): 59.
Dixon, Mathew, Karen Freeman, and Nicholas Toman (2010), “Stop Trying to Delight Your Customers,” Harvard Business Review, Jul-Aug, 1-7.
Hesket, James L, et al (1994), “Putting the Service-Profit Chain to Work,” Harvard Business Review, (Mar-April), 164-170
Reichheld, Fredrick F. and W. Earl Sasser (1990), Zero Defections Comes to Services,” Harvard Business Review, (Sept-Oct), 1-8.
Segmenting, Targeting and Positioning
Case: Biz-rate.com – 9-501-024 (Orientation and Strategy)
Christensen, Clayton, Michael Raynor, and Matt Verlinden (2001), “Skate to Where the Money Will Be.” Harvard Business Review, (Nov.), 72-81
Jacques, F., M. (2007). "Even Commodities Have Customers." Harvard Business Review 85 (5): 110.
Meyer, C. and Schwager, A. (2007). "Understanding Customer Experience." Harvard Business Review 85 (2): 116.
Case: Cofidis – 9-501-055 (Segmenting and Positioning)
Christensen, C., M., S. D. Anthony, et al. (2007). "Finding the Right Job for Your Product." MIT Sloan Management Review 48(3): 38.
Rust, Roland T., Valarie A. Zeithaml, and Katherine N. Lemon (2004), Customer-Centered Brand Management,” Harvard Business Review, (Sep), 110-118.
Berthon, P., M. B. Holbrook, et al. (2007). "Viewing Brands in Multiple Dimensions." MIT Sloan Management Review 48 (2): 37.
Christensen, C., M., S. Cook, et al. (2005). "Marketing Malpractice." Harvard Business Review 83 (12): 74.
Products and Services
Brower, Joseph L. and Clayton M. Christensen (1995), “Disruptive Technologies: Catching the Wave,” Harvard Business Review Jan-Feb, 43-53.
Wessel, M., & Christensen, C. M. (2012). Surviving Disruption. Harvard Business Review, 90(12), 56-64.
Prahalad, C.K. and Allen Hammond (2002), Serving the Worlds’ Poor Profitably, Harvard Business Review, (Sep), 48-57
Immelt, Jeffery R. Vijay Govindarajan, and Chris Trimble (2009) “How GE is Disrupting Itself,” Harvard Business Review, (Oct), 56-65.
Vargo, Stephen L. and Robert F. Lusch (2004), “The Four Service Marketing Myths: Remnants of a Goods-Based, Manufacturing Model,” Journal of Service Research, 6 (May), 324-335 (read lightly)
Christensen, C., M., H. Baumann, et al. (2006). "Disruptive Innovation for Social Change." Harvard Business Review 84(12): 94.
Govindarajan, V. (2012). A reverse-innovation playbook. Harvard Business Review, 90(4), 120-124.
Kim, W. C. and R. Mauborgne (2004). "Value Innovation: The Strategic Logic of High Growth." Harvard Business Review 82(7,8): 172.
Michel, S., S.W. Brown, and A.S Gallan (2008), « Service-Logic Innovations : How to Innovate Customers, Not Products, California Management Review, 50 (Spring), 49-65.
Boudreau, K. J., & Lakhani, K. R. (2013). Using the crowd as an innovation partner. Harvard Business Review, 91(4), 60-9.
Case: Omnitel Pronto Italia – 9-501-002 (Pricing Decisions)
Channels and Networks
Normann, Richard and Rafael Ramirez (1993), “From Value Chain to Value Constellation: Designing Interactive Strategy,” Harvard Business Review, 71 (July/August), 65-77.
Iansiti, Marco and Roy Levien (2004), “Strategy as Ecology,” Harvard Business Review, Mar, 68-78.
Adner, Ron (2006), “Match Your Innovation Strategy to Your Innovation Ecosystem, Apr, 1-11.
Brynjolfsson, E., Y Hu, and M.D. Smith (2006), “From Niches to Riches: Anatomy of the Long Tail,” Sloan Management Review, (Summer), 67-71.
Pil, F. K., Matthias Holweg (2006). "Evolving From Value Chain to Value Grid." MIT Sloan Management Review 47(4): 72.
Evans, Philip B. and Thomas S. Wurster (1997), “Strategy and The New Economics Of Information,” Harvard Business Review, (September/October), 71-82.
Advertising and Promotion Decisions
Case: Cunard Line, Ltd. – 9-594-046 (Comprehensive)
The New Logic of Marketing
Vargo, Stephen L. and Robert F. Lusch (2004), “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing, 68 (January), 1-17.
Vargo, Stephen L. and Robert F. Lusch (2008). Service-Dominant Logic: “Continuing the Evolution,” Journal of the Academy of Marketing Science, (Forthcoming).
Lusch, Robert F, Stephen L. Vargo, and Alan Malter (2006), Marketing as Service-Exchange: Taking a Leadership Role in Global Marketing Management, Organizational Dynamics, 35 (3) 264-78
Achrol, Ravi S. (1991), “Evolution of the Marketing Organization: New Frontiers for Turbulent Environments,” Journal of Marketing, 55 (October), 77-93.
Vargo, Stephen L. and Robert F. Lusch (2006), “The Service-Dominant Logic of Marketing: What It Is, What It Is Not, What It Might Be,” in (R. F. Lusch and S. L. Vargo, eds) The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, Armonk, NY: Sharpe, 43-56.
Chesbrough, Henry (2006), Open Business Models: How to Thrive in the New Innovation Landscape, Boston: Harvard Business School Publishing
Christensen, Clayton M, Scott D. Anthony, and Erik Roth (2004), Seeing What’s Next: Using the Theories of Innovation to Predict Industry Change, Boston: Harvard Business School Press.
Gilmore, James H. and B. Joseph Pine II (1999), The Experience Economy, Cambridge, MA: Harvard Business School
Hawken, Paul, Amory Lovins, and L. Hunter Lovins (1999), Natural Capitalism: Creating the Next Industrial Revolution, Boston: Little, Brown and Co.
Iansiti, Marco and Roy Levien (2004), The Keystone Advantage: What the New Dynamics of Business Ecosystems Mean for Strategy, Innovation, and Sustainability, Boston: Harvard Business School Press.
Keingham, Timothy and Terry Vavra (2001), The Customer Delight Principle, Chicago: McGraw-Hill.
Kim, W. Chan and Renee Mauborgne (2005), Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant, Boston: Harvard Business School Publishing
Rifkin, Jeremy (2000). The Age of Access: The New Culture of Hypercapitalism, Where All of Life is a Paid-For Experience, New York: Putnam.
Rust, Roland, Katherine N. Lemon, and Valarie A. Zeithaml (2000), Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy, New York: Simon and Schuster
Underhill, Paco (2000), Why We Buy, New York: Simon and Schuster
Zuboff, Shoshana and James Maxmin (2002), The Support Economy: Why Corporations are Failing Individuals and the Next Episode of Capitalism, New York: Penguin.